Sunrise

After a two-month in-depth user research project, which I was a part of, Sunrise decided to pivot and change its strategic positioning. They moved from solely bookkeeping and invoicing services to including financial insight to help small businesses thrive. 

Vision: Provide an exceptional experience where SMBs regularly take advantage of real-time and reliable financial insights, empowering improved business decisions.

We know that most small businesses fail

• 50% fail in the first 5 years
• 66% fail in the first 10 years

• Non-Sunrise Small and Medium-sized business
  • Jobs-to be-done Interviews (8 interviews in Q1)
• Sunrise Users
  • Created 5 Personas
• Lendio Marketplace
  • Database Survey
  • CX Survey

We wanted to uncover what tasks small business owners are trying to achieve or what problems they are trying to solve. Jobs-to-be-done interviews help us better understand the user’s needs and emotions rather than look for a solutions-centric approach. 

• Small businesses want to build credibility and legitimacy for future funding
• Small businesses owners are not accountants. They want simple data to make better business decisions

To help us better validate what products our customers want, we sent a survey to 1,000 people. We received a 46.3% completion rate. From the data, we were able to pull some interesting data. 

• The highest-ranking financial tools users were interested in were: Profit & Loss, Accounts Receivable, Net Worth, Bank Account Balance
• 46% of users check their business bank account daily
• 80% of users check their business bank accounts through an online portal

Provide simple and reliable financial insights for every small business to thrive

• Interviewing
• Maze
• Fullstory
• Metabase
• Pendo

*Account Balance Widget